The Bioscope (Jul-Sep 1931)

July 15, 1931 MODERN CINEMA TECHNIQUE THE BIOSCOPE xiii STILLS as Silent Salesmen Let Them Help You Through the Summer P 1 Free golf lessons by Fred Saunders, the professional, were the attraction used to advertise the Paramount film “ Follow Thru ” at the Finsbury Park Astoria, at which E. L. Dimmock is manager. Those who play golf will appreciate the suggestion BY " CHAR ” With the tardy arrival of summer and that hardy annual bogy of the exhibitor, " Summer trade,” perhaps it is not inopportune to examine the true position of the box office and endeavour to minimise the anaemia which attacks exhibitors regularly at this season. Is it possible, by exerting additional effort, to get the show over in the face of outdoor attractions ? Of course. For instance, there can be no doubt that, despite the many stunts and original angles of appeal used to interest patrons and passers-by, the well-tried method of presenting a good show of stills will always attract and interest, regardless of temperature or weather. They are, in fact, often a far better magnet to the inquisitive than display boards, frequent ly cluttered up with disfiguring bills and containing a surfeit of letterpress. Naturally, the selected stills must, if the best value is to be obtained, be the result of the closest scrutiny by the exhibitor. Dressing the Window After all, since the skilfulty displayed goods in the shopkeeper’s window do attract the prospective customer to buy, by the same token the film showman with a true sense of window dressing is only conforming tQ accepted standards by exhibiting his bargains. Bearing in mind the limited facilities of the average cinema for display, it is, of course, of the greatest importance that the style of the display should receive the closest consideration. To pin or plaster on a shabby frame hanging up anywhere in the vestibule a haphazard collection of " stills of sorts ” is useless. In such circumstances the greatest attention one could possibly hope to get would be a cursory glance from incoming patrons, while dozens of potential patrons outside would never see them. Simple Lighting Effects If circumstances do not permit of outside still displays, then the showman should see to it that his vestibule still frames are as spick and span as paint can make them, that the lighting is ample and diffused ; he should, if possible, endeavour to arrange an attractive little colour lighting scheme. It is surprising what striking results can be achieved by ingeniously utilising coloured gelatine or even paper. The same applies, only more so, when the exhibitor is so fortunate as to be able to fix up frames on the front or sides of the theatre. Here, of course, the ordinary wooden frames should be toned as far as possible to harmonise with the exterior walls. For instance, on a white terra-cotta front a stippled silver and green or blue colour scheme is most effective. Here again ample lighting is absolutely essential, and the more play with colours the better. Make the little “ shop window ” a real live selling agent. The results will far outweigh the labour and care expended, and in a very short time your theatre front will be one of the permanent " stopping places ” for passersby. Getting Under the Skin Those who remember Wardour's tie-up with Kirby, Beard & Co., Ltd., with regard to the exploitation of ” Loose Ends,” will appreciate a new co-operative effort on the parts of the same two companies. This time the picture is ” The Skin Game,” and the product which Kirby, Beard are pushing is their safety razor blade (instead of the " Kirbigrip ” hairpin used last time.) The campaign provides for the distribution from cinemas of small cards carrying one of the razor blades slipped into two grooves, round which is an announcement to the following effect : " The Skin Game. You cannot afford to play with your skin. Get the ‘ Kirby-Beard ’ blade for comfortable and easy shaving : But you can rely on ‘ The Skin Game,’ by John Galsworthy, for an enjoyable evening’s entertainment.” The reverse side of the card says : “ Use this blade and then take your wife to ‘ The Skin Game,’ ” details of the cast and so forth following. At the bottom of the card is space for the name of the cinema to be overprinted. An exceptionally clever and novel form of publicity, the tie-up is doubly valuable by reason of the fact that the patron is getting " something for nothing.” We can, besides, testify to the quality of the blades. Cashing In The title of P.D.C.’s " Easy Money” was sufficient to inspire Manager Cecil W. Hunter, of the Empire, West Hartlepool, with an idea for an attractive throwaway. Designed as a cheque, drawn on the “ Empire Bank,” it made payable to " Patron of Easy Money ” the sum of " Full Entertainment Value,” and was signed " for the Empire Theatre and Easy Money,” with the name Eddie Quillan (star of the film). The space allowed for stating the sum in figures was filled in this wise : " £AUGKS,” while the cheque was dated for the first day of the run. This exploitation idea is probably one of the showman’s oldest gags, but for all that no less credit is dire to Manager Hunter for the way in which he seized on the obvious stunt and turned it round ingeniously to suit the occasion. Exploiting a Silent The Cinema de Luxe, Walsall — the only remaining silent house in the town — was well to the fore during the showing of “ The Last Post.” The exterior was gaily decorated with streamers and flags, and in front of the house two attendants, dressed in military uniform and carrying arms, did " sentry go ” up and down, while at intervals the " Last Post ” was sounded from the roof. The ” Parlez Vous ” Touch Thoughtful and energetic propaganda by F. B. Boddington, general manager of the New Oxford Theatre, Manchester, resulted in " Le Million ” doing surprising business last week. As it is a French picture with only a small amount of English sub-titling and dialogue, Mr. Boddington’s exploitation consisted of circularising all the French residents of Manchester and its outskirts, a literal tie-up in the French Consulate itself, a circularisation of French students at the various schools and university, the usual music shop window displays, and tie-ups with French cosmetic preparation at chemists.